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“We wanted to make a true connection to the fans,” says Jeff Spiegel, Executive Creative Director, Innocean Worldwide. “Because statistics are a huge part of baseball, we created a series of posters around numbers that were meaningful to Hyundai and matched them up with numbers that would be meaningful, insightful or just plain fun to Dodgers fans.”
Though extensive research, the number 40 (the miles per gallon of the 2011 Elantra) was found to also be the percentage of singles hit by Dodgers with moustaches in 1988, the year they won the World Series. This statistic is featured in one of the four executions in the print campaign.
In addition to the poster campaign, Innocean also created a series of four vintage-style player cards. The cards each feature a vehicle that tied Hyundai to the Dodgers in a fun way. The cards are being featured in Dodgers Magazine every month of the baseball season.
In addition to the posters and playing card ads, the effort includes an online banner campaign; stadium LED boards; radio for Spanish language stations and an online contest to win an Elantra at the end of the season.